SEOUL, July 03 (AJP) - South Korean fashion platform Musinsa said on Friday that transactions in its global beauty business surged 4.6-fold in the first half of the year, driven by growing overseas demand for K-beauty products and an increase in cross-category purchases by fashion shoppers.
The company's global store, which serves customers across 13 overseas markets including the United States, Japan and Southeast Asia, recorded a 361 percent increase in beauty transaction value from a year earlier. More than 400 beauty brands currently sell through the platform.
Musinsa attributed the growth to the rising global popularity of K-beauty and changing shopping behavior among overseas consumers, who increasingly purchase cosmetics alongside fashion items rather than treating the two categories separately.
The trend was particularly evident during the company's annual "Monster Sale" promotion held from June 14 to 24, when more than 3,000 fashion and beauty brands participated with discounts of up to 80 percent. Beauty sales during the campaign helped lift June transaction value to a record monthly high, the company said.
Musinsa also said its curated product lineup has strengthened the platform's appeal to overseas shoppers. The global store offers more than 500 exclusive or differentiated beauty products that are difficult to find on other international beauty platforms, while its private-label brands, including Oddtype, Whizzy and Musinsa Standard Beauty, have served as entry points for first-time customers who later purchase products from other brands.
Japan posted the strongest growth among overseas markets, with transaction value rising 770 percent from a year earlier. Musinsa attributed the increase to its offline marketing strategy, including a beauty pop-up event held in Tokyo in April that attracted approximately 75,000 visitors. Participating brands recorded average sales about four times higher after the event than before it, according to the company.
Musinsa said the Tokyo event helped drive traffic to its global online store by allowing local consumers to experience Korean beauty brands in person before making repeat purchases online.
The company said it also continues to support partner brands expanding overseas through services including automatic translation of product reviews, integration of domestic product codes and global fulfillment operations.
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